Project Business Case
Introduction and Problem statement
Current target market
Current marketing mix
External / market analysis on macro and meso level
Confrontation matrix (Conclusion)
Segmentation, Target Market, Positioning
Short term Objectives
Long term Objectives
Profit & Loss Statement / Budget (3 year)
Peer evaluation & Personal reflection
Group Cooperation Summary
Greencore is a company that provides convenience foods. Convenience foods features food that is quick, easy to obtain and consume. The company divides its products in 3 different categories; Food-to-go products. 2. Chilled prepared meals. 3. Longer-shelf-life components. The company produces approximately 450 million sandwiches and 150 million pre-made meals per year. It’s current target market is in the UK, but there is little space for expansion. The U.S. business remains fragile but the market is still a big opportunity for Greencore to expand. Therefore in order to drive future growth, Greencore needs to leverage its skills and choose the right target in the US Market.
Greencore is a leading supplier of customer brand, added value, Convenience foods to a wide range of U.K. and U.S. companies. The customers include major retailers, foodservice providers, manufacturers, petrol forecourt operators and airlines. The majority of the convenience foods are supplied to large-scale customers. But Greencore’s Direct to Store, pre-order radial van distribution business, can deliver smaller quantities to individual outlets.
Greencore's Convenience Foods Division is positioned in some of the most dynamic sectors of the Convenience Foods market, predominantly operating in the innovative customer brand sector, along with a selection of branded foods. Greencore is a leading business in international convenience foods, with an annual turnover of £1.2 billion. They are market leader in the U.K. convenience food market
Convenience food is currently a growing market with a lot of new consumers every day. The concept targets especially people who are ‘on the go’. Greencore has a lot of opportunities to exploit their concept. Greencore is based throughout the entire UK including Ireland in which they sell to virtually all major UK food retailers under a private brand. The total area of the United Kingdom is approximately 243,610 square kilometres. In the US they currently have a foothold in the northeast, which has about the size of 1.3 million square kilometres.
In the UK, the competition is not as fierce anymore as Greencore there is already an established name with stable market share. The growth potential is thus also limited as retailers are able to pit suppliers against each other in price negotiations.
In order to expand further, Greencore will focus its attention to the North-East of US market due to fact that there are no real dominant players in the convenience food market. The population of the Northeastern region totalled 55,317,240 people, which has only grown in the last 3 years. We do this because in this place the population is densest, most easily accessible and they share similar buying behavior traits.
Currently, of the entire population of the United States, 69,2% still suffers from obesity. The US government supports obesity programs. Greencore would like to sponsor these programmes. By sponsoring national programmes, more potential customers are reached and in a positive way. This sponsorship is...
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